Zebra Technologies released its Hospitality Vision Study

Zebra Technologies released the results of the global Zebra Hospitality Vision Study, a body of research that analyzes the hotel/resort industry and trends in travelers’ preferences and technology requirements that affect their overall satisfaction.

The study found that changes in consumer expectations for fast Wi-Fi, helpful guest assistants and loyalty rewards have prompted the hospitality industry to invest in technology that enhances the guest experience and provides added convenience for smartphone check-in, location-based offers and services and digitally-enabled loyalty programs. 

Key Facts

Wider access

  • To help move staff to mobile computers for more guest interaction, expand location services for guests and deliver reliable wireless access, 77% of hotels/resorts surveyed worldwide are expanding Wi-Fi coverage.
  • 66% of guests report they have a better experience when associates use the latest technology and 68% of guests expressed a desire to use their smartphone to speed up check-in.

Customized offers and loyalty programs

  • Nearly three-quarters (74%) of guests surveyed appreciate hotels that customize messaging and offers and 75% are willing to share personal information, such as gender, age and email address, in exchange for tailored promotions, coupons, priority service or loyalty points.

Location-based services

  • To create highly customized offers and perks, 74% of surveyed hotels/resorts are planning to implement location-based technologies within the next year – prioritizing guest recognition and analytics, geo-targeted mobile offers and special promotions and upgrades.
  • The study shows guests are less comfortable sharing their location than their personal information, though attitudes differ among generations.  34% of Millennials are comfortable sharing their current location compared to 13% of 50- to 64-year-olds.

Regional findings

  • Guest recognition is the top driver for location technologies in North America where travelers are least concerned about sharing their location and social media profiles and most willing to use self-service technology.
  • Hotels/resorts in Latin America are moving fastest to implement location-based technologies where guests also have the highest expectations for receiving personal attention from hotel/resort assistants.
  • Maintaining current guests is the top priority in Europe where travelers are the least likely to belong to loyalty programs.
  • In the Asia-Pacific region, offering special promotions and geo-targeting mobile users are the top drivers behind implementing location technologies where guests are influenced most by helpful guest assistants to stay at a hotel/resort.

@Technuter.com News Service

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